Irn Bru advertises its Diet varient

Soft drink brand Irn-Bru has launched a national billboard advertising campaign to promote its sugar-free Diet version today (February 9).

The campaign, created by Leith Advertising, comes as rival soft drink and food brands link up with the Government and health
charities to promote the former’s anti-obesity drive Change4Life.

Irn-Bru says the campaign aims to convince people the sugar-free version is just as tasty as the traditional drink. The move
follows the brand’s recent decision to align itself with sport via sponsorship of the Rugby League until 2010.

The deal includes broadcast sponsorship of Sky Sports’ coverage of Rugby League’s Super League next season and sits alongside the
brand’s existing title sponsorship of the Scottish Football League.

Irn-Bru’s alignment with sport mirrors owner AG Barr’s investment in a relaunch of its TAUT sport drink bran. This followed news
that sales of sports drinks grew 16% to £154 million last year, according to the Britvic Soft Drinks Report 2008, with market
leader Lucozade Sport accounting for £102 million of the total.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here